The Autograph Floral Lace collection — while described as ‘seductive’ and ‘alluring’ — takes its cue from the more daring designs of Agent Provocateur and Ann Summers.

And this bastion of the High Street is not the only retailer to respond to demand for bedtime bras and bustiers that match the bedtime reading of their customers.

Zoe Norman, head buyer at the online lingerie specialist Figleaves, says: ‘There is a strong customer desire for more erotic, directional lingerie, with elements of the bondage trend in many of the ranges we sell.

‘We have seen sales triple on this kind of product in the past year, so we are launching a dedicated shop-in-shop called Erotique . . . Behind Closed Doors, which will cater for the growing demand for more adventurous styles.’

Lingerie sections in big department stores confirm the trend; from luxury French label, Chantal Thomass, to British brand, Ultimo, bras, bustiers, briefs and suspender belts are designed to thrill.

Styles once deemed risqué and ordered only from specialist outlets such as Coco de Mer or Myla, are filtering down into the bottom drawer of Middle England.